In a recent feature in Forbes magazine, makeup mogul Marla Malcolm Beck revealed that her new 28-product line Lune+Aster focuses on paraben-free and vegan products. Beck’s Bluemercury, Inc.—the world’s fastest-growing beauty company—was acquired by Macy’s for $210 million in 2015, and as acting CEO, Beck has been working on in-store items to cater to “consumers [who are] very sophisticated when it comes to ingredient lists.” The Harvard Business School graduate told Forbes, “My skillset has always been seeing white space and growth potential and what’s next,” which is why Beck chose to capitalize on what she describes as “a proliferation of boutique fitness studios, juice bars, vegan restaurants, upscale vegan clothing lines, farm-to-face skincare.” While Lune+Aster isn’t exclusively vegan, the company is among a growing list of makeup brands choosing to move away from animal products and testing, including Gwyneth Paltrow’s edible beauty line and Wet n Wild’s new collection of vegan brushes.